Holiday Shopping Influencer Marketing: Sears

Dec 5, 2018 | Insights

There’s more for your life at Sears. You can get a pair Toughskins jeans, in “husky” if need be, and you just might find Katy Perry and Britney Spears hanging around as well. Also, they have tires, car batteries, power tools, video games. All sorts of stuff.
31.46% of Sears’ top customers are fans of Katy Perry

(Click through here to check out the introductory entry to this series, and be walked through some of its finer points.)

For many generations of children no store was more associated with the Christmas season than Sears. The reason? The once-upon-a-time retail king was an innovator in mail order, sending out catalogs throughout the year and allowing customers to shop from the comforts of their own homes.

Sound familiar?

But, every fall what would arrive was no mere catalog. What landed on doorsteps from coast-to-coast was what Sears called their ‘Wish Book’ (you can peruse the 1979 Wish Book here, as well as many others from throughout the decades, if you click around). This wonder-tome was chockablock with potential holiday gifts to inspire kids in composing their letters to Santa, or to whomever they might have directed their requests for stuff.

Sears finds an assortment of popular culture royalty topping out their list. Katy Perry’s fans can be found among Sears’s most fervent supporters to a degree exceeding the average social bunch by two-and-two-thirds times.

Britney’s fans are chilling among the Sears masses to a roughly equivalent degree.

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